There are Advent calendars and then there is the Banks's Brewery's Advent calendar.
Launched on December 1, the UK beer brand's countdown to Christmas stands over 36 feet tall because it's spray painted on the boarded-up windows of a deserted building in the English city of Wolverhampton.
Their bluntly-stated calendar is part of a larger campaign called "Tells it like it is" and its gritty commentary is meant to appeal to a young, working class audience.
Big Al’s Creative Emporium, the London-based creative agency behind it all, explains:
How do you reassert an identity for a traditional pint of Black Country bitter on a shoestring? Paint it on the walls. That’s how.
Banks’ was a traditional West Midland’s beer in decline, feeling a bit dated and with an ageing core of traditional drinkers. Despite an extremely limited marketing budget, we wanted to give the brand new lease of life by appropriating the straight talking wit and grit of its industrial Black Country roots.
Our solution was to develop a graffiti campaign around the thought ‘Tells it like it is’ and getting our messages on to unconventional urban spaces to create a subversive ambient campaign, which in turn we were able to activate as social media campaign taking on a life of its own.
Here's a peek at some of those messages:
See the rest over at Ads of the World.